In a perfect world, scenes like these wouldn’t attract much attention. In the real world, though, they’re almost subversive.
Not because the model in these images is wearing fashionable evening dresses in common settings, but because she’s breastfeeding in public.
HOTMilk Lingerie of New Zealand created this though-provoking photo series to commemorate World Breastfeeding Week, which runs from Aug. 1-7.
But the images are also meant to shift public perception, and tolerance, of breastfeeding in public, which is still a hot-button issue that challenges cultural and community standards around the globe.
“Our philosophy at HOTMilk has always been about pushing the boundaries of acceptance,” the maternity label said in a press release.
“These latest images show a mother breastfeeding her baby in couture fashion with the juxtaposition of her environment. At first glance, a simple fashion statement (but) on further viewing the message is more about normalising our perception to no longer see the juxtaposition.”
The model in the photos is nursing her own baby, the company said, “because it was very important to us to use a real mother and child.”
World Breastfeeding Week was launched in 1992 by the World Alliance for Breastfeeding Action and is supported by major international agencies like UNICEF and the World Health Organization and is celebrated in more than 170 countries.
WBW was created to promote the goals of the 1990 Innocenti Declaration, which acknowledges the benefits of maternal breastfeeding over breast-milk substitutes, and advocates laws, policies and programs to encourage women to breastfeed newborns in the first six months of life.